Earlier this week, Instagram announced the first wave of brands to be involved in the launch of their new ad service here in the UK. Visual content from the likes of Waitrose, Rimmel, Channel 4, Starbucks and Cadbury will all be coming to a stream near you (see what we did there) in the very near future.

The Facebook owned social media platform, which attracts over 200 million users each month, has already been working with brands in the US to seamlessly blend sponsored posts alongside content from users’ friends and family and existing interests.

Instagram’s global head of business and brand development, James Quarles says “We are starting with brands who already have a very strong presence on Instagram. We want this to be a natural experience, like the way people consume high-quality ads flicking through a magazine.”